What Online Behavior Reveals About Digital Culture: Identifying Themes and Interpreting Them For Insight

Digital culture has an increasingly visible impact on culture in general. Despite this, no vetted process exists for understanding digital culture or applying it to the development of marketing assets.

What Online Behavior Reveals About Digital Culture: Identifying Themes and Interpreting Them For Insight

Christian Kugel

Ellen Bird

INTRODUCTION

The Internet was invented to be a participative medium. Without individuals participating, its value plummets. The Internet sans people influencing it simply makes no sense. Over the past five years, however, this attribute has been magnified by the birth and adoption of social media. Social platforms such as video sharing, blogging, networking and photo sharing (just to name just a few) have truly revolutionized people's digital experience. Social tools are built into nearly every site – people have come to expect...

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